Ingenious Ambush Campaigns From Nike, Samsung and BMW Make Official Sponsorships Look Like A Waste

Michael Johnson's famous shoes were one of Nike's many attempts to ambush Reebok's 1996 Olympic sponsorship.Mike Powell / Getty

With the Olympics just around the corner, expect to see a lot from the official Olympic sponsors, and a lot from those who don't find the investment worth it. The Olympics isn't just the world's stage when it comes to premier athletes, it's also the flagship event for ambush marketing.

Ambush campaigns come in a variety of forms, but at its core they are focused on drawing attention from one brand, usually the lead or official brand, onto another through various creative efforts. It's often really effective.

Do you remember when Nike sponsored the 1996 Olympics? Well, they didn't. You probably remember Michael Johnson's gold shoes more than Reebok's official sponsorship.